Open to any brand that can conclusively demonstrate commercial success from the introduction of a completely new product or brand/line extension. Line extension is defined as any variation of an existing product which shares the same brand name and is in the same category as the existing product and shares the same characteristics as the parent but offers new benefit (flavour, size, package, type, etc.)

-A derivative product that adds or modifies features without significantly changing the price.

-Products that bear the same brand name and offer the consumer varied options (e.g. Diet version of drink).

Note: Your entry must be written to address how your product and service was new and the situation you faced as a result of it being new. For example, what specifically was new? Why did the newness matter? Write the entry to address the category situation (new product/service category) similar to what you would do when writing your entry to address a category situation like sustained success, etc.

Entrants with new products/services may not enter their corresponding product/service category; however, entrants can enter only into the New Product/Services category and may submit into other specialty categories if applicable and they see fit.

The specialty categories are designed to address a specific business situation or challenge. When entering into these categories, you should present your entry in a way that addresses the situation or challenge as outlined in the category definition.
The Media Effies were created to reflect the ever-increasing importance of the use of media in driving effectiveness. It's when the power of how, when, and where take the lead in crafting the creative strategy. It is knowing your target so well that you were able to strike a connection with them at just the right time and in just the right place to make an effective impact with your message.
These awards celebrate that type of "media thinking - to honor those efforts that were inspired by the increase of media choices we have today in reaching consumers and allowed their "big idea" to be led by the power of how, when and where they were going to engage their target.
The Best Use of CSR Effie is for communications programs proven effective in addressing a social problem or in expanding an existing program in ways that benefit our society or our planet. Any effort that sets out to give back in some way for the greater good is eligible to enter.
Maybe it was for profit, maybe not. Maybe you got paid, maybe you didn't. Any and all marketing communications efforts, whether full campaigns or unique efforts within a campaign are eligible to enter as long as measurable results exist.

This category is not for efforts that focused on TV, radio or print ads to connect with an audience. It is meant to showcase how you can create a brand experience beyond traditional advertising.

Only work that truly brought a brand or product to life either literally or virtually and interacted with a specific audience to achieve desired objectives should be entered.

You may have re-invented the product demo, re-imagined the pop-up store, or led a bricks and mortar retail overhaul; you could have created a new game or interactive film experience that effectively showcases a new product or brand personality it could have been anything. As long as you can prove it truly came alive and worked.

The winners of this award will be the work that shows how advertisers are reaching out to their audiences to establish meaningful relationships, memorable, engaging experiences, and unique connections with their brands.

Entrants in the Brand Experience category must address how the brand experience related back to the overall brand strategy.

Note: As with all Effie categories, you can enter whether your work brought the brand to life as the entire marketing effort or as part of the larger marketing program.

Effie Tip: Entrants submitting into the Brand Experience category are advised to also submit into the applicable product/service category.

This category is for efforts that effectively reached their audience through the creation of original branded content that is not advertising. The award honors branded content led ideas that are the heart of the communications program. Entrants must detail the content created, how it related back to the overall brand and business goals, how it was distributed to, and shared by, the audience, and the results it achieved for the brand and business. Branded content may be produced and distributed by either publishers or independently.

Judges will expect to understand why branded content was chosen as a tactic.

This is an award for rebirth campaigns. To enter your brand must have experienced a downturn of several years and a period of at least six months of upturn sales. Entrants must detail the business challenge, the situation of the brand, the competitive landscape and how the effort succeeded.

Note:Â Your entry must address the previous marketing investment and strategy as part of the entry context. Also, provide detail on the length of the renaissance.

Seasons, holidays and events allow marketers the opportunity to build strategic communications based on the time-based interests of their target audience.Â This category will honor those efforts that effectively capitalized on a season, holiday or cultural event to drive results for their business.

The eligibility period for this category runs from June 1, 2016 & August 31, 2017.

Submissions must clearly substantiate quantifiable, sustainable benefit for the recipients of the activity as well as demonstrate an appropriate link with the core brand and corporate values. Open to all corporations, SMEs, MNCs and government organizations only.

Entrants entering in Social Good can now only enter into Social Good categories, if entered in any other category it would be reason of disqualification.

This category will honor those efforts that successfully communicate to children aged 12 and under.

Your entry should be written in a way that identifies how the case was created and directed to this audience and how it succeeded. For these efforts targeting children, it can be helpful for judges to include any relevant information on the restrictions and requirements that are a part of communicating to this audience.

Note: Cases targeting parents related to children’s products and services — these cases are eligible to enter any category of Effie where appropriate. For example, toys marketed to families can enter Entertainment & Sports.

The Shopper Marketing Effie Awards is a group of dedicated categories focused on those integrated campaigns that were specifically designed to engage a target shopper and guide his or her purchase process towards a desired end result.

Jury will look for integrated campaigns specifically designed to engage the shopper and guide his or her purchase process towards a desired end result. Eligible campaigns include those for single or multiple brands as well as for retailers (I.E., category solutions).

All media channels are eligible for inclusion: mobile, TV, video displays, magazines, social media, sampling programs, in-store signage and displays, etc. The campaign must demonstrate at least two touch points working in concert to push the shopper along the path to purchase. The award will be given to the campaigns that best demonstrated how, driven by a true shopper insight, they effectively connected with the shopper, influenced her along the path to purchase, and inspired her to become a buyer.

There is a special entry form for the Shopper Marketing Awards; you are required to use this form.